• 2009
  • Worldwide
  • 90 000 copies


In An ABSOLUT World, there Are No Labels, a bold and innovative project where the brand is challenging labels and prejudice about sexual identities.

A manifestation of a world with no labels is a limited edition naked Absolut bottle, with no label and no logo.

Absolut launched a bottle with no label and no logo, to manifest the idea, that no matter what’s on the outside, it’s the inside that really matters.

Absolut was one of the first commercial brands to openly embrace the LGBT (Lesbian, Gay, Bisexual, Transgender) community and its ads have appeared in gay media since 1981. With this initiative, Absolut is again showing its support for the LGBT community.

It is the original Absolut bottle, designed by Swedish designers Gunnar Broman and Hans Brindfors in 1979, but without the Absolut logo and label. A discrete and easily removed sticker with the campaign manifesto encourages consumers to discard their labels and to visit absolut.com/nolabel – a blog discussing labels and prejudice associated with the LGBT community.

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